Attention tracking
an attention measurement procedure
Attention tracking is an attention-measurement procedure. In contrast with classical machine-based eye tracking, during attention tracking, attention is measured with a computer mouse or comparable pointing device. The attention data occurs in the form of mouse clicks.
Development
The basic idea for attention tracking emerged during a research project at the California Institute of Technology. During this project the correspondence of eye tracking and clicking data was found by accident. In general the procedure is based on the fact that attention does not only control the view but also other motoric systems. After a short introduction and training, respondents can follow their attention with the mouse.
In comparative studies with classical machine-based procedures significant correlations (r>0.92) were found between the data gained with the machine-based procedure and the data gained with attention tracking.
Measurement process
The measurement starts with a small training during which the respondent is gradually introduced and accustomed to the desired click behavior. The training ensures that only respondents with sufficient mouse competence and speed take part in the test – simply put, hand and eye movement are synchronized.
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